A blog and review on all things Sherry. It is about tasting, enjoyment and learning more about the World’s Finest Wine. "Sherry is a thoroughbred" as Javier Hidalgo rightly puts it. Included are the amazing local Brandies and the remarkably good table wines also produced in the province of Cádiz.

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Wednesday, 2 December 2015

2.12.15 Japan Loves Fino & Manzanilla

Jerez Chamber of
Commerce yesterday brought Jerez companies a step closer to the Japanese market. Some 40 Jerez businesses attended
the meeting as well as Juan Núñez Moreno, director of the Confederation of Businesses
in Cádiz and Kentaro Naruse, director of Jetro Madrid, a Japanese governmental
organisation to promote trade between Spain and Japan.

Naruse said that what the Japanese market wants
is diversity and quality of products. Three Jerez companies with much
experience in Japan were called upon to talk about their experience to
encourage small and medium-sized companies to get involved with export: Estévez,
Williams & Humbert and Productos Majuelo. The latter makes an up-market
range of sauces, vinegars, salt etc.

The three companies explained the rigour and
faithfulness of the Japanese market. It is very difficult to get into, so when
neighbouring countries see goods going to Japan, they see this as a guarantee
that they also should import them. Joaquín Gómez of Majuelo said that this
allowed them access to the Australian and New Zealand markets. Buyers saw our
products in Japan and knew they must be good and therefore worth importing
themselves.

Williams & Humbert operations director
Rafael Medina said that they had been exporting Sherry to Japan for 25 years.
He said it was easier to deal with small and medium-sized wholesalers or
intermediaries who can sell to the smaller people. Guillermo Arce, brand
development director at Estévez, said that Japan is our most important Asiatic
market for bottled wine. We have been there for many years and have a very wide
range of consumers, from big corporations with huge consumption to the gourmet
market which takes the best the bodega can offer, specialised demanding consumers
who are happy to pay for the best. Our best sellers in Japan are Fino and
Manzanilla. There has been a boom in Sherry bars and Tapas bars which suits us
very well as they act as our ambassadors. I have been to Sherry bars there
which have the best list of Sherries anywhere.

About Me

Sherry has been in my blood since infancy. My father was born in Cádiz, where his family lived till the outbreak of the Spanish Civil war, when they left Spain for Scotland. They were stuck there during World War II and so I was born in Edinburgh but we always spent holidays in Andalucía where I instantly felt at home, being a regular visitor until I moved here in 2002. I am the 4th generation of my family to live in Spain.
Andalucía is a fascinating and very special place. Its culture is ancient and its people are wonderful. If you think about it, all that is regarded as “typically Spanish” is actually from Andalucía.
Over forty years in the wine trade have taught me much about the wines of the world, and above all what a unique treasure we have in Sherry. I hope that with this blog a useful and accessible resource will develop which will enhance the pleasure and knowledge of Sherry lovers everywhere.